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ABSTRACT The fast growing e-commerce market in the country will touch USD 84 billion in 2021 from USD 24 billion in 2017 on account of a healthy growth in organized retail sector. The present research paper focuses on identifying various variables dependent on underlying variables which influences or inducts consumers for online shopping. These variables have been identified by the researcher by immense review of literature and brainstorming sessions with subject experts and professionals in the

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ABSTRACT The fast growing e-commerce market in the country will touch USD 84 billion in 2021 from USD 24 billion in 2017 on account of a healthy growth in organized retail sector. The present research paper focuses on identifying various variables dependent on underlying variables which influences or inducts consumers for online shopping. These variables have been identified by the researcher by immense review of literature and brainstorming sessions with subject experts and professionals in the

Factors Influencing Online Shopping –An

ABSTRACTThe fast growing e-commerce market in the country will touch USD 84 billion in 2021 from USD 24 billion in 2017on account of a healthy growth in organized retail sector. The present research paper focuses on identifying variousvariables dependent on underlying variables which influences or inducts consumers for online shopping. Thesevariables have been identified by the researcher by immense review of literature and brainstorming sessions withsubject experts and professionals in the area of marketing.The study is Exploratory for the purpose Questionnaire Development for which data has been collected usingrandom sampling targeting 220 customers having adequate experience in online purchasing. Sampling units wereresidents in the city of Bangalore in India. While the selection of these customer respondents, due care has beentaken to ensure diversity regarding demographic measures.In the Exploratory Factor Analysis (EFA), the indicators presented adequate factor groupings, as well ascommunality extracted at the levels recommended in the literature.This Research has both Managerial and Theoretical Contributions. While developing a Scale for measuring OnlineShopping Factors is seen as Theoretical, Applications in the Industry for Understanding as to how and whyConsumers shop online and most importantly what are the Factors sought after by them are the ManagerialImplications.Further Research can shed light on the Significance of Demographics with the Parameters that are contributing tothe Factors.Keywords: Online Shopping,Variables, Factor Analysis, Scale Development.

1.INTRODUCTIONThe fast growing e-commerce market in the country will touch USD 84 billion in 2021 from USD 24 billion in 2017 onaccount of a healthy growth in organized retail sector. A fast growing economy and robust demographics provide apositive outlook to the consumer businesses in India, according to the report by Deloitte India and Retail Association ofIndia. The rapid growth is expected to happen because of increased internet penetration, falling data costs, shift toSmartphone and proliferation of digital payment systems. In line with growth of online retail, we can expect also agrowth in purchasing online in the Indian market.The Objective of this research is to develop a Data Collect Instrument based on Exploratory Method. The Variableswhich contribute to the Factors have been identified by the researcher by immense review of literature andbrainstorming sessions with subject experts and professionals in the area of marketing.

2.THEORETICAL BACKGROUND AND LITERATURE REVIEW

Recent and relevant Research has identified four variables ( usefulness, ease of use, financial risk and attitude) (BabarRasheed & Sajjid, 2014).Of these it was found that usefulness was seen as having a considerable influence on attitudeof consumers. 21 variables impacting consumer behavior in online were identified by (Chahal, 2015). A study byJavadi. Dolatabadi, Poursaeedi and Asadollahi(2012) stresses the impact of demographic factors on online shoppingparameters like satisfaction, repurchase intention, numbers of items purchased and overall expenditure made for on-line shopping. It was revealed that on-line shopping in India is significantly affected by demographic factors such asage, gender, marital status, income etc. Various qualitative tools were used by Nazir etb al.( 2012) to analyze the factors

affecting online shopping by making a survey of 120 respondents in Pakistan and revealed that security in payment,privacy of financial information, price, trust, convenience, online reviews were identified as most fascinating measuresaffecting online shopping. The study on the interrelationship between perceived vale, satisfaction and consumer re-purchase intention was completed by (Li & Hong,2013).In South Korea, Ul Hassan(2015) used regression analysis found that there is a positive relationship and significantinfluence between self-efficacy, brand image and social brand communication on online buying behavior of a customer.The impact of demographic factors on online buying behavior of youth, was examined by (Hardia & Sharma, 2013).They studied impact of four demographic variables namely; age, gender, educational background and pocket money onfour measures of online shopping namely internet facility, ease of process, security of website and timely delivery. Adescriptive study to understand the factors influencing teenager's behavior, attitude and perception towards onlineshopping, was done by (Gulmeez & Kumar Sharma, 2016). They revealed that Marketing Strategies of the company,Delivery System, Product diversity and Browsing Speed as important factors. also An attempt to analyses factorsaffecting online shopping behavior of 100 respondents in Bhilai and Durg cities was made by Chandra andSinha(2013) and they applied regression analysis to conclude that website design, convenience, time saving andsecurity were the top influencing factors.In their study specifically done during festive season i.e. Diwali, by Khanna and Sampat, (2015) analyzed onlineshopping giants in India namely, Amazon.com and flipkart.com. They observed that price and product specification tobe the most important factors in selecting an item but the selection process may further be improved by makingpersonalized recommendations and stickiness to one online retailer. (Novak 1996) revealed that attributes like lessvariety, any time shopping, physical evidence are impacting on online purchase intention. According to Bellman et al.(1999), revealed in their research the demographical factors are influencing positively towards purchase intention.Gender impact on Internet usage has also been analyzed from different perspectives by different researchers. Theresearch of Novak et al. (2000), proved in the research factors like product varieties, mismatch between actual anddelivered, sense of intangibility making impact intention to purchase online. A study by Mauldin and Arunachalam(2002), identified that certain attributes like long deliver time, speed of the internet, more searching time for a specificproduct, no negotiation are closed related intention to purchase the products through online. Research by Hoffman andTonita et al. (2004) found that in Digital shopping context consumer evaluate their internet shopping experience interms of perception regarding product customization, form of payment, delivery terms, service offered, risk involved,privacy, security, personalization, and enjoyment.In a research by Haq Ul Zia(2008), “Perception towards digital shopping: An Empirical study of Indian Consumers”suggested that overall website quality, commitment factor, customer service and security are the four key factors whichinfluence consumers' perceptions of online shopping. The study revealed that the perception of online shoppers isindependent of their age and gender but not independent of their education & gender and income & gender.Convenience is the most influencing factor. Time saving and security is also important, particularly the securityconcerns are very important while shopping online. Most of the respondents are fulfilling that there has no risk indigital shopping. It can be concluded that there is an opportunity for the near future. The digital shopping amongconsumers of business development and we can suggest that there has a need to provide online shopping services(Chandra & Sinha, 2013).According to Seema Agarwal(2013), “A study of factors affecting online shopping behavior of consumers in Mumbairegion”, factors that affect online shopping are time saving, money saving, no risk in transaction, easy to choose andcompare with other products and delivery of product on time. With advancements in Online shopping, there have beenchanges in the methodology for business transactions. India, being a rapid adaptor of technology is apace with thecurrent scenario of electronic data exchanges and has taken to ecommerce.Though, Online Shopping provides many advantages, there are still a significant number of customers who refuse orreluctant to adopt the facilities of online services. In India, the adoption rate of the technology is significantly differentfrom other nations because of the country' s unique social and economic characteristics. The aim of this research studyis to investigate the factors influencing the adoption of Online Shopping in West Bengal, India (Chatterjee & Ghosal,2014).

3.RESEARCH OBJECTIVEThe present research paper focuses on identifying various variables dependent on underlying variables which influencesor inducts consumers for online shopping. These variables have been identified by the researcher by immense review ofliterature and brainstorming sessions with subject experts and professionals in the area of marketing.

4.RESEARCH METHODOLOGYThe study is Exploratory for the purpose Questionnaire Development for which data has been collected using randomsampling targeting 220 customers having adequate experience in online purchasing. Sampling units were residents inthe city of Bangalore in India. While the selection of these customer respondents, due care has been taken to ensurediversity regarding demographic measures namely, gender, age, income and occupation as these can be thecontrolling variables. The measures influencing online shopping behavior has been identified by the immense literaturereview and were included in the second part of the questionnaire. A closed-ended questionnaire , as in Table 1,with fivepoint Likert scale asking the respondents to rate their level of agreement from strongly agree (5) to strongly disagree(1) regarding various measures influencing them to buy online was administered. TABLE 1-MEASURES FOR THE STUDY I shop online for entertainment I shop online because I don't have time for shopping Online shopping provide me wide variety of products than solid shops I always make purchase during discount periods product price is important to me when I shop online I'm willing to pay a higher price for the product that are limited edition when I shop online I will consider all comprehensive factor to choose the best products when I shop online when I shop online , more positive feedback indicates better quality of products product quality is important to me when I shop online I will not purchase the product when the price is not acceptable to me when I shop online the delivery period affect my purchase decision when I shop online

5.DATA ANALYSIS AND DISCUSSION

Exploratory Factor Analysis(EFA) was conducted using SPSS 22.0 Version. In the EFA, the indicators presentedadequate factor groupings, as well as communality extracted at the levels recommended in the literature. In thisanalysis, we identified four factors that explained 66% of the sample variance, in addition to a Bartlett’s sphericity testcoefficient at a significance level of 1% (χ2 (55)= 1048.109, p < .001), and KMO=0. 767. The internal consistency ofthe dimensions was verified through Cronbach’s Alpha coefficients higher than 0.8 and the composite reliabilityidentified through coefficients higher than 0.8. The constitution of the factors and the loadings of the constructs arepresented in Table 3 ,4&5.

Factors 2 3 TABLE 4 -ROTATED COMPONENT MATRIXA 1 I shop online for entertainment .817 .076 .227 I shop online because I don't have time for shopping .835 .043 .155 Online shopping provide me wide variety of products than solid shops .555 .372 .366 I always make purchase during discount periods .224 .218 .676 product price is important to me when I shop online .782 .191 .135 I'm willing to pay a higher price for the product that are limited edition when I shop .248 .200 .567 online I will consider all comprehensive factor to choose the best products when I shop online .650 .537 .041

when I shop online , more positive feedback indicates better quality of .344 .810 -.028 products product quality is important to me when I shop online .099 .786 .270 I will not purchase the product when the price is not acceptable to me when I shop online -.011 .616 .452

Our scale appears to fit its intended purpose because it showed acceptable construct validity and good internalconsistency. In addition, the use of a panel of nursing experts, pretesting, and a sufficiently large sample allowed us toassess its research utility rigorously and to show that it provided sufficient validity and reliability. As can be observed,the factor grouping of the items fits the theoretical model suggested by the Literature Review.

Dr D Malmarugan is a Mechanical Engineer who pursued Masters in Business Administration. He

obtained his PhD from Vellore Institute of Technology Vellore, India, which is QS world ranked Institution. He is Currently working as Associate Professor in MBA department of CMR Institute of Technology, Bangalore, India.He has handled research projects as Principal Investigator.